MUMBAI: Jet Airways, a full-service international airline, has announced a partnership with T-Series and Ellipsis Entertainment - producers of the forthcoming Hindi film, ‘Tumhari Sulu’, becoming the film’s ‘Official Airline Partner’.

The partnership is part of the airline’s philosophy to constantly seek and use new, engaging ways in order to strengthen connect with its guests and consumers.

Directed by noted advertising film-maker Suresh Triveni, ‘Tumhari Sulu’ stars Vidya Balan in the lead, who essays the role of a beautiful, enthusiastic and a happy-go-lucky housewife whose life gets completely transformed after unexpectedly landing an exciting job as a night RJ (radio jockey) with a leading radio station.

Jet Airways chief commercial officer Jayaraj Shanmugam stated: "The partnership will help us to promote Jet Airways’ well-differentiated product and service offerings in innovative ways."

Producers Bhushan Kumar, Tanuj Garg, Atul Kasbekar and Shanti Sivaram Maini said, “The arrangement will allow Jet Airways to leverage the power of a family film to communicate important aspects of its brand story."

Jet VP - marketing, ecommerce and innovations Belson Coutinho said, “Tumhari Sulu adopts a fresh and highly-engaging perspective about listening to one’s inner calling and then stepping out in the world to realise those aspirations. The movie’s inspirational messaging is in sync with the values we hold and promote at Jet Airways including, using every opportunity to go beyond one’s abilities and having a passion for excellence in one’s job."

As part of its association and as a unique publicity initiative to promote the women-focused film, Jet Airways will roll out an attractive promotion for its women guests in India next month, enabling them to avail an attractive 10 per cent discount on fares while booking their travel with Jet Airways, upon entering the promo code SULU on the airline’s website www.jetairways.com or its mobile App. Bookings for travel open from 16 November, 2017.